Introduction
Exactly What You’ll Learn
Over the course of this document I will be showing you exactly how to create and grow a 6-figure cookbook business - from scratch.
If you already have a cookbook, I will show you where you’re leaving money on the table.
Let’s begin.
Who am I?
My name is Collin Castrina, and I am a Co-Founder of Revenue Chefs.
While I was in middle school my dad, Sean Castrina released his first book “8 Unbreakable Rules For Business Start-Up Success”
I saw the work that went into traditional publishing to reap a minimal percentage of book sales after the publishing house would suck the life out of the profit of the book.
Fast forward 11 years, multiple 6-figure and 7-figure businesses of my own in the social media marketing space, my client at the time, Joseph Abell, rapidly grew on social media from 500,000 followers to 2,000,000 followers through world-class recipe videos.
The Easy Gains series would change both of our lives.
While he grew on Instagram, Joseph began to create a cookbook to fulfill this new found demand for a cookbook.
Since the release of The Protagonist Cookbook - Joseph has gone on to generate well over $100,000 in profit in 6-months.
Why am I Making This?
Transparently, I want you to apply to join the Revenue Chefs portfolio.
The only way to get you to consider and eventually join our portfolio is to blow your socks off with value you can’t find anywhere else, or from anyone else.
I truly believe there is no one and no team better at helping cooking creators create and monetize cookbooks than our team here at Revenue Chefs.
Why You’re Special
Now that I am done talking about myself, let’s get back to the star of the show, you.
People Love You.
Billion dollar brands spend 10’s of millions of dollars just to have people considering liking them.
You not only have people who like you, but people love you.
You’ve done this for a fraction of a fraction to what these big brands spend on to win the favor of the people, but you’ve been able to do it by yourself or maybe with a few team members maximum.
When people love you - you can darn near sell anything.
Because people at a bare minimum like you and on the extreme end love you, you have a unique ability to use reciprocity
But, I have bad news - people loving you isn’t the only reason they’ll buy from you, but don’t worry I will cover how to sell people based on more than love.
People Trust You.
Let’s ignore people’s love and your ability to be likable on social media, and let’s examine the trust you have with your followers.
You Have Authority.
If you are someone creating content it means they probably have confidence in whatever task or thing they’re creating content around.
So, in your case creating cooking videos more than likely you believe you have above average skills in the kitchen (to say the least) and or you’ve found a way to make meals in a unique way that can help your viewers.
When you watch someone and you give them your attention you are giving this person the potential authority to teach you something.
Once they have watched a video of yours and soon find out how incredible you are in the kitchen you will be solidified as the authority figure over this person for cooking.
Let’s put it all together.
People not only like you but love you.
People trust you.
People view you as an authority figure.
With these three arrows in your quiver, with the right product you are on your path to making a 6-figure cookbook.
Your Unique Opportunity
We’ve covered why you’re special (love, trust, and authority), so now let’s cover why cookbooks specifically are a unique opportunity for you.
On a basic level - people know it’s important.
Everyone who has an inability to cook well isn’t proud of it, and they’re already problem aware.
They know they should already know how to cook, and they’d prefer to live a life where they can make great meals, without stress, and while saving money.
It’s also a lifelong skill.
Once you can work your way around a kitchen and have some base meals you can create you’re ahead of most people.
Becoming a great cook is doable, and you have the ability to make it approachable for your followers.
Later in this document we will cover deeper nitty gritty details on why cookbooks are so special, but let’s focus on your unique opportunity for now.
As your following grows, the larger your market grows for potential customers.
Your follows want to support you and buy something you sell.
Allow me to drop a few facts and data as to why this is a unique and special opportunity.
As of 2021, approximately 25% of adults in the United States have read an ebook in the past year. (source)
Ebook revenues in the U.S. are projected to reach $13.83 billion by 2025. (source)
About 33% of consumers purchase cookbooks on impulse, either by discovering them online or in a store. Additionally, 24% buy cookbooks after browsing through them and liking the content. (source)
Going Out To Eat Is Unaffordable
Home-cooked meals are significantly more economical than dining out. The average cost of a home-cooked meal is approximately $4.31 per serving, whereas dining out averages $20.37 per meal. (source)
Over the past year, the cost of meals prepared outside the home increased by 3.1%, while grocery prices rose by only 1%. This disparity makes dining out increasingly less affordable compared to cooking at home. (source)
Due to higher costs, consumers are dining out less frequently. Visits to full-service restaurants were down 18.2% during the last week of September 2023 compared to the same week in 2019. (source)
Why Cookbooks Are The Greatest Opportunity
Reciprocity
Your followers owe you.
Well, not technically, but subconsciously they believe they owe you?
Why is that?
My friend, you have knocked their socks off with video after video of mouth watering recipe after mouth watering recipe.
They’ve received hundreds of dollars worth of free recipes (value), entertainment, and happiness from you and your content.
Reciprocity works perfectly for cookbooks and cooking creators because their product market fit couldn’t be anymore perfect.
Instant Gratification
Unlike traditional books, once someone orders your cookbook they will immediately receive their copy in their email .
People love instant gratification more than ever these days, so lean into their compulsion to have everything they desire immediately.
You can now take someone from a viewer to a buyer to reading your cookbook in less than 90 seconds.
There is substantial friction removed from not needing to travel to a bookstore to purchase a book.
You want it? You can have it. Immediately.
Familiarity and Reputation
Here is a fun fact about cookbooks: They Have Been Around Since 1796!
You’ll never get called a scam for selling a course.
Growing up everyone sees cookbooks in grocery stores while they’re at checkout, chances are you’ve picked one or two up to flip through while you’re waiting for your groceries to get scanned.
They Aren’t Going Anywhere
Cookbooks have been around for over 225 years.
They aren’t going anywhere, so there is no worry of cookbooks being a trend that you can only sell for 3-6 months.
As long as you are making cooking videos, you can sell a cookbook.
They’re Insanely Profitable - if you do it right.
Physical books sound awesome.
They’re not.
The only costs you have to sell a digital cookbook are minimal software expenses (no more than $200 per month) and you can infinitely scale a digital cookbook.
Physical books add a significant level of unnecessary complexity at that same time decreasing your profitability.
You are also able to lean into an environmentally friendly angle, as you’re not printing thousands of books with who knows how many pages.
Sell a digital cookbook and you’ll have less headaches, make more profit, and keep the environment happier.
Concerned about people being fussy?
After selling thousands of digital cookbooks I have only had 2 customers email a complaint for not having a physical copy.
You’re safe to sell a digital book.
Get Off The Brand Deal Hamster Wheel
Brand deals are amazing.
Relying on them to make a consistent income, not as amazing.
Brand deals are an incredible way to make substantial additional income on top of a product you own.
How to Make $100,000 as an Online Chef
Let’s put all the pieces together.
At this point we’ve confirmed that:
Your followers not just like you but love you
People trust you
You’re an authority
Digital cookbooks are a unique opportunity
Digital cookbooks are the best way to monetize your following
Now here is what you need to do:
Scroll through your page and find your best 35+ recipes
You must have over 30 recipes at a minimum
Create a focus for your cookbook / What makes your cookbook special
Takes 15 minutes to cook
Less than $4 per meal
Cooking for large families
Cook amazing meals with no experience
Create your Cookbook
Now that you’ve picked 35+ recipes it’s time to write out the recipes into a document that later can be turned into a digital cookbook
Package your cookbook
Once you’ve finished creating your cookbook it’s important you have mouth watering images and a stunning cover
We aren’t delivering them a google doc, but a full ebook
Hype
While you’re creating your cookbook make sure to hype up the release of your cookbook
At Revenue Chefs we have a meticulous 2-week launch roadmap
Launch
The best day is launch day
Make sure you have every automation setup and working
Make sure your landing page is converting and is working
Make sure your delivery works
We handle all of the scary details above at Revenue Chefs
Scale
You can save up cash from your launch and spend money on paid ads
You can shoutout customers who post your recipes
You can create story sequences to send people to buy your ebook
Now What Do I Do?
We covered a lot, but my friends this was only the tip of the iceberg.
Creating the automations and running the backend monetization of a 6-figure cookbook business is tedious.
It’s what we obsess over at Revenue Chefs.
If you want to learn how you can create a cookbook and let us take care of the grunt work and layout your path to 6-figures with a cookbook then book a call here: Let’s talk.
Thank you for making it this far.
Cheers to your success,
Collin Castrina
